Interest in gold jewels on the up for London Road

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Brand notes increase in retailers seeking mid-range gold products.

London Road has reported an increase in retailers seeking design-led gold jewellery as a point of difference to the boom in silver fashion brands and fine bridal collections.

The brand has been creating solid white and yellow gold jewellery set with gemstones and diamonds for a number of years, having launched as a reaction to the boom in silver jewellery brands and a lack of design-led gold product at accessible price points.

London Road is showcasing its new collections at IJL at Earls Court this week, including its new Kew Sepent range featuring snakes set with ruby eyes, a layered gold leaf collection called Layered Leaf and its royal-inspired Coronation range, which features detailed crown settings set with checkerboard-cut gemstones.

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Its co-founder and designer Suzanne Adams told Professional Jeweller: "What is brilliant is that people have been approaching us at [IJL] because they are seeking gold jewellery that sits between silver fashion brands and bridal. What they like is the pricing of the collections and keeping the target price points I make and working a design around it ensures customers are pleasantly surprised by the prices."

The brand currently works with 63 retail stockists in the UK and has welcomed growth through John Lewis, which plans to roll London Road out to wider stores.

Adams added that London Road is eyeing possible international expansion, but is taking time to work out which markets will suit it best, before signing up to international trade shows. "We’re ambitious, we want more people to see an item of London Road jewellery and recognise it straight away because it has an inherent London Road identity," she explained.

 

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